How Big Mamma attracted 2,500 new customers in 5 cities with creative flyer campaigns
Authentic Italian food - it's delicious, right? Even better, it's Big Mamma's speciality. Founded in 2013, the restaurant chain has taken the food industry by storm, boasting handmade dishes, ingredients sourced from small Italian producers, and over 2,200 employees across Europe. With new restaurants opening across the continent, Big Mamma wanted to draw customers in - so they contacted Oppizi.
Flyers distributed
Conversion rate
New customers
Making flyering feel as premium as the brand
Big Mamma, the Italian restaurant group founded in 2013, has become a European favorite with handmade dishes, authentic ingredients, and over 2,200 employees. With new restaurants opening across London, Paris, Lille, Bordeaux, and Madrid, they faced the challenge of creating buzz while staying true to their quirky, homemade brand identity.
Their objectives were simple but ambitious:
While Big Mamma had used flyers before, they worried the channel might feel outdated or cheap without the right execution.
- 01Generate awareness and foot traffic for new locations
- 02Keep campaigns aligned with Big Mamma’s playful brand image
- 03Ensure flyer distribution was modern, trackable, and effective
- Target geographyLondon, Paris, Lille, Bordeaux & Madrid
Hand to hand (H2H)
Strategy
Flyers were designed in the shape of pizzas and paired with stickers, making them both eye-catching and memorable. Campaigns were intentionally short to maximize urgency and boost awareness.
Why it was chosen
The pizza-shaped flyers reinforced Big Mamma’s fun, authentic image while grabbing attention on the street. Custom codes on each flyer tied back to specific restaurant locations, making results fully trackable.
The campaign was an instant hit, helping Big Mamma win attention in competitive urban markets:
Flyers distributed
New customers
Cities
150,000+ people reached across London, Paris, Lille, Bordeaux, and Madrid
2,500 authentic Italian meals served to new customers
Immediate visibility and foot traffic during launch weeks
Creative offline activation that reinforced Big Mamma’s brand personality
Why it worked
Creative design
Pizza-shaped flyers and stickers amplified Big Mamma’s playful image, making the campaign memorable and authentic.
Short, focused bursts
One-to-two-week activations created urgency, maximizing impact during restaurant launches.
Trackable performance
Custom location-based codes allowed Big Mamma to attribute new customers directly to flyer campaigns.
From perceived risk to proven growth driver
For Big Mamma, flyering went from a perceived risk to a proven growth driver — fun, trackable, and perfectly aligned with the brand's identity, reaching 150,000+ people across five cities.
Flyering went from a perceived risk to a proven growth driver — fun, trackable, and on-brand.
Our channels
Use addressed targeting for precision and Every Door Mail for neighborhood-level scale — both tracked, both measurable, both backed by the power of AI.
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